Position McDonald's as a reference brand for families that understand the reality of families today.
The brand has moved positioning from "Todos Diferentes, Todos Juntos" (All different all together) to Juntos (Togetherness) and this is the first ad to show this positioning.
The brand wants to acknowledge the situation families are going through nowadays -lack of family quality time due to the long days at work- and recognize the importance of spending quality time in family.
To be a father is not the same than to be a daddy.
Show the importance for dads and moms to have fun with their kids everyday to be not just their father but their best friend.
When you play with your kids frecuently you create a more intense and fun relation with them and you become their daddy/mommy rather than just their dad/mom.